Loyalty card system allows for auto-update

A deal database company Informix has signed with a New Zealand loyalty card provider will allow holders to update points automatically every time the card is used. The contract with Visible Results, which will underpin the Mobil Max promotion on television, means card users don't need a regular points statement.

A deal database company Informix has signed with a New Zealand loyalty card provider will allow holders to update points automatically every time the card is used.

The data warehousing system contract with Visible Results, which will underpin the Mobil Max promotion on television, means card users don't need a regular points statement.

Visible Results is owned by private investment company Atlantis Group, which also owns Atlantis Marketing, a knowledge-based marketing company which runs call centres. Its main hub is in Auckland, and there are offices in Sydney and Singapore. It has been in operation for a year and employs more than 50 people.

The card system will also offer users a communications section where messages can be changed, and a space for media where third parties can promote their products to the customer base.

Informix is providing its full data warehousing solution, including the New Zealand-developed Visionary suite. It's the first such deal Informix has done in the world. Managing director James Rae describes system as analytical merchandising.

Visible Results managing director Michael Whittaker says the technology includes rewritable cards, Panasonic terminals and the ability to upload nightly to a data centre from the temrinals.

"We didn't want to replicate the data centre so we decided early on to have one data warehouse," Whittaker says.

Whittaker says Visible Results will launch two more programmes in New Zealand shortly and has seven in the pipeline. It's also just signed 2400 sites in Singapore, Malaysia, Hong Kong, the Philippines and Thailand. The business was set up after acquiring the Australasian and Asian rights to Graphi Card technology from Kansas.

Currently, the company uses its own in-house-developed database solution. The Informix software will be up and running within eight weeks. It's close to a $2 million deal for Informix over two years.

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